Trust builds over time.

When customer hear a claim, they want to see proof.

Give customers a reason to believe and they will trust you.

Reasons-to-Believe: Feature-level Communication

As a brand you want to paint the full picture.

The big picture is the general direction. Your vision of the future. Your brand's purpose. You brand promise. Your mission statement.

The meat and bones are your brand attributes, the frame of reference, your target customers and their needs, as well as your corresponding value proposition.

Reasons-to-believe (RTBs) are the lifeblood. They permeate all of the above and fills it with life.

Nike

• Customer Need: I want to work out. I might need running shoes.
• Value Proposition (strong): We enable you to become the best athlete you can be. Here are our running shoes - designed to the exact specifications of the world's best athletes. Just do it.
• Reasons-to-Believe: [a] research and distribution collaborations with world-class athletes, [b] focus on material science, [c] regular updates to product lines to stay ahead of the curve.

RTBs are the bullet points to back up your value proposition.

Bottomline: Your Brand Should be Aligned from Top-to-Bottom

Brands are built through consistency.

Remain consistent by using a Brand Pyramid.

This post is an excerpt from my online course Fundamentals of Brand Strategy where you learn how to build successful brands.

The self-paced online course contains 5 hours of video material and teaches you how to use the Brand Pyramid.

You can hit me up on twitter. DMs are open.

Short Excerpts from the Course

These posts are short snippets of the course curriculum 👇

• A Pragmatic Look at Branding: What Is a Brand?
• Touchpoints and Brand Strategy: How do We Build Associations?
• Positioning and Differentiation: How to Stand Out as a Brand?
• Brand Vision: What Is the World That Could Be?
• Brand Purpose: Why Bother?
• Brand Promise: How to Communicate in One Statement?
• Mission Statement: How Do You Do It?
• Brand Attributes: How Does the Brand Present Itself?
• Frame of Reference: Where Is the Brand Placed?
• Target Customer: Who Is Your Audience?
• Customer Need: What Is Their Real Job-to-be-Done?
• Value Proposition: What Are You Offering?
• Reasons-to-Believe: What Are Your Proof Points?